Salting the Sidewalk in Case the Snowstorm Hits: Consumption As a Buffer Against the Potential For Threat

This work demonstrates that consumers use consumption to buffer themselves against anticipated threat, and introduces a novel moderator of threat-specific versus general consumption. Specifically, for actual consumption, anticipated threat leads consumers to prefer threat-related consumption to general consumption, whereas experienced threat leads consumers to show a general increase in consumption.



Citation:

Soo Kim and Derek Rucker (2011) ,"Salting the Sidewalk in Case the Snowstorm Hits: Consumption As a Buffer Against the Potential For Threat ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 455-456.

Authors

Soo Kim, Kellogg School of Management, USA
Derek Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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